Joe Gibbs Racing, Hendrick Motorsports and Jimmie Johnson are among NASCAR’s strongest users of social media, a new study by Tuckahoe Strategies finds.
The study scored drivers, teams and select NASCAR sponsors on a 20-point scale. Joe Gibbs Racing topped the charts with a social media score of 15 points, followed by Hendrick Motorsports with 14 points and driver Jimmie Johnson with 13 points.
“Some drivers, teams and sponsors in the NASCAR industry are taking steps to reach and engage larger audiences using social media, while others are missing opportunities,” Tuckahoe Strategies president Ramsey Poston was quoted as saying by The Sports Bank.
Jimmie Johnson is the most comprehensive user of social media among drivers. He addresses his audience via a broad range of platforms including Facebook (657,062 page likes), Twitter (348,402 followers), YouTube (265 subscribers) and Instagram, with an industry-leading 60,618 followers. Johnson’s social media reach, which is the sum of all social media followers across platforms, is 1,066,347.
However, the sport’s largest audience holder is NASCAR, with the sanctioning body total social media reach being 5,044,070, more than double the daily circulation of the largest U.S. newspaper, the Wall Street Journal.
NASCAR holds the industry’s top position in terms of audience on Facebook likes (3,239,504), Twitter followers (841,027) and YouTube subscribers (5,430). The sanctioning body also has 1,420 followers on Pinterest and 956,689 circles on Google+.